cure.fit is a holistic technology-led health platform, which provides scientifically tested assistance to users to help them think, sleep, eat and work out better. cure.fit achieves this through its various offerings – eat.fit, mind.fit, cult.fit and more. As part of its recent association with Hrithik Roshan, cure.fit has launched HRX (the Hrithik Roshan lifestyle brand) workouts under cult.fit programs.

Commenting on the partnership, Mukesh Bansal, co-founder, cure.fit, said, “Happy mcgarrybowen has played a key role in helping us arrive at a very powerful brand identity and brand positioning. This is disruptive thinking in brand space and gives us huge advantage as we go about building a consumer brand. Happy team has also played a key role in helping establish cult.fit as a holistic healthcare brand in Bangalore with creative inputs for centre ambience and campaigns for the brand.”

Praveen Das, managing director and chief creative officer, Happy mcgarrybowen, added, “We were excited and happy to partner with Mukesh to create a new brand of value together, right from ground upwards. Our talented design team first set out to create an international class brand identity, relevant to the digital world we live in, using global design thinking principles. Subsequently, we also created the look and feel of the world the brand occupies, its tone of voice, brand icons, environmental graphics and packaging that are not only unique but also express and communicate the soul of the brand at all touch points."

Happy mcgarrybowen has also secured the creative mandate for the launch and growth of cure.fit. The mandate includes mainline and digital communications and will be managed by the agency's Bangalore office.

Kartik Iyer, chief executive officer, Happy mcgarrybowen, further said, "What Mukesh is doing with cure.fit is truly revolutionary and inspirational. Our country needs a movement like this. Thanks to technology, the vision to do something like this is possible today. We are honoured that he placed his trust in us from day one, where we were brought in to create the launch video of the concept itself. We partnered with him right through the design phase of the entire cure.fit experience and shall also be working with him on launching and brand building all the offerings from the platform. The recent launch of the cult.fit centres with Hrithik Roshan was met with a resounding success."